Course overview

This module introduces the key marketing concepts and methods relevant to startups and early stage entrepreneurs, and students are furnished with tools and frameworks to apply these concepts to a start-up venture in a practical and effective way.

The first marketing challenge when testing and launching a start-up is building the initial crowd of customers on a very limited budget. With that in mind, this course kicks off with methods to build this early tribe by creating a brand that resonates with a target customer group, then dives into the marketing tactics that can be utilised to reach early customers. Students will also learn how to develop a clear objective-led marketing plan for a later stage start-up; develop an understanding of online and offline marketing channels; and learn how to utilise data and analytics tools in order to make decisions about the effectiveness of the marketing activities being utilised.